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"Number 1"? I've never heard of whoever it is. Should I have?
The job I need to fix has the heated pad. The heat is poor and uneven. Tiles are coming loose. Grout is cracking. As I said before, I didn't see the job done, so I don't know whether it was done properly, but just from looking at the pad I can see that the tiles end up standing on little mortar feet. The floor as a sheet can't be very strong, given the waffle design. Yet it's floating as a sheet. And how could even a bad install have affected the heat so much? I found that when touching different areas the tiles varied from cold to room temperature on a cold day. If the wires are built in I'd expect the heating function to be almost failsafe.
With concrete board the floor becomes a single slab of mortar. I've also installed heating wires between concrete board and tile, embedded in thinset, and it worked well.
The selling points mentioned on that page are not convincing. "Even if your house shifts, your tiles won't". They're implying that a mortar bed or thinset on concrete board install will crack, which is not true. They also make a claim about being waterproof. Waterproof is a main feature of tile. It doesn't need a plastic pad underneath for that. If water gets through it's going to do so around the edges, under the basboard. A plastic waffle isn't going to help that.
I don't say that I know it to be a bad method. I'm just saying it's not time-tested. It's a private (no doubt patented) invention that logically has no selling point that I can see, and raises questions about the integrity/crack-resistance of the final slab.
My suspicion is that, like many things, it's becoming popular because it's quicker and easier than concrete board.
I imagine lots of official people will also highly recommend the new plastic plumbing hoses. They're easier than soldering copper. Will they still be holding in 20 years? There's really no way to know. I doubt that's a consideration for most plumbers. It's legal. It's easy. So they use it. There's already a problem with corrugate stainless steel flexible gas hose. Lightning strikes blow holes in it. Yet it's being used throughout houses. It's easy. It's "high-tech". The whole thing makes me curious about what kind of lobbying happens between the makers of these products and the state building commissions who approve them.
I'm wary of the constant flow of new inventions that may seem fancy and get marketed heavily, but won't necessarily stand the test of time.